16 Best Black Friday Campaign Examples for 2026
The Black Friday campaigns that work fall into three types.
Early access for subscribers and VIPs, since US shoppers spent $111.4 billion online in November before the sale ended.
Countdown landing pages, built for peak hours when spending hit $12.5 million a minute. And SMS teasers, as SMS click rates more than doubled in 2025.
The 16 examples below are sorted by those types, plus the social and gamified campaigns that still earn attention. Each one shows the mechanic, not just the creative.
For the full list of tactics behind them, see our Black Friday marketing guide.
Key takeaways
- Early access to loyal customers beats a deeper discount for everyone, because it rewards the people most likely to buy.
- A countdown only works when the deadline is real. Fake timers that reset lose trust fast.
- SMS teasers grow a high-intent list weeks before the sale opens.
- Giveaways and games earn reach, but pair them with a sign-up so the attention turns into a list you own.
Black Friday Campaign Examples at a Glance
| Brand | Channel | Mechanic | What to copy |
|---|---|---|---|
| Macy’s | Social | Pre-Black Friday sale with an end date | Open early, but give it a hard stop |
| The White Company | Week-long preview for loyalty members | Rename the event to fit your brand | |
| Brett/Robinson | VIP-only deals | Extra perks for repeat customers | |
| Hostinger | Landing page | Countdown timer beside the offer | Timer and CTA in the same view |
| Huda Beauty | Landing page, email, SMS | VIP sign-up with a 48-hour countdown | Gate early entry behind an opt-in |
| High Beauty | Teaser that pushes SMS alerts | Use email to grow your text list | |
| RIXO | SMS | “We’ll text you first” early access | Make SMS the insider channel |
| INEZ | Best sellers at a flat sitewide discount | Lead with proven products | |
| Barnie’s Coffee & Tea | Extended sale with a code | A second deadline after Black Friday | |
| Rad Power Bikes | Dollar-off deals by model | Fixed savings on high-ticket items | |
| Mejuri | Social | Sale post with a question caption | Ask what they are buying |
| Zando | Social | Giveaway tied to newsletter sign-up | Turn reach into subscribers |
| Myprotein | Influencer | Creator-specific discount codes | Track sales per creator |
| Best Buy x Therabody | Social | Joint giveaway | Borrow a partner’s audience |
| Visma | Website | Daily spin-the-wheel | A reason to come back each day |
| Astrid & Miyu | Email, push, SMS | Win-your-wishlist prize draw | Get shoppers browsing before the sale |
Grab deals: Top Black Friday SaaS Deals for 2026
Early Access Campaign Examples
Early access turns Black Friday from one crowded day into a head start for your best customers.
1. Macy’s Black Friday Early Access
Macy’s opened Black Friday pricing on popular tech brands days before the event and said clearly when the deals would end.
The mechanic: an early sale with a stated end date. Shoppers get the deal without the Friday rush, and the deadline stops them from waiting it out.
Copy this: open early, but never open-ended. A visible end date is what creates urgency in an early sale.
2. The White Company “White Week”
The White Company sells calm and quality, which clashes with the chaos of Black Friday. So it renamed the event “White Week” and gave members of its loyalty club a full week’s preview before general access.
The mechanic: a rebranded sale plus a long preview for loyalty members. The minimal email design stood out in an inbox full of black backgrounds and all-caps urgency.
Copy this: if Black Friday feels off-brand, rename it. Keep the offer, change the frame.
3. Brett/Robinson VIP Black Friday Deals
The vacation rental company offered its VIP guests Black Friday rates the general public could not book.
The mechanic: exclusive deals for past customers only. Guests feel recognized, and the offer nudges a repeat booking.
Copy this: for high-ticket or repeat-purchase businesses, reserve your best deal for people who already bought.
Build trust & FOMO
Highlight real-time activities like reviews, sales & sign-ups.
Countdown and Landing Page Campaign Examples
A dedicated landing page gives the sale one clear place to live, and a real countdown gives visitors a reason to act today.
4. Hostinger’s Black Friday Landing Page
Hostinger built a dark, tech-styled landing page around a headline discount of up to 81% on hosting plans.
The mechanic: the countdown timer, the benefits list and the CTA all sit in the first screen. Nothing competes with the offer.
Copy this: keep the countdown timer next to the buy button, not in a banner nobody reads. Our Black Friday landing page examples go deeper on layout.
5. Huda Beauty’s VIP Countdown
Huda Beauty used its “Huda’s VIPs” list to promote up to 80% off for 48 hours, and asked shoppers to sign up for early entry before the public launch.
The mechanic: a teaser landing page with a countdown and a sign-up form, followed by email and SMS reminders when the timer ran out.
Copy this: put the countdown on the sign-up page, not only the sale page. It turns “coming soon” into a reason to join the list now.
Build trust & FOMO
Highlight real-time activities like reviews, sales & sign-ups.
SMS and Email Teaser Examples
Teasers do their work before the sale opens, building a list of people who are already waiting to buy.
6. High Beauty’s Teaser Email
High Beauty emailed its list about the coming sale and asked readers to sign up for text alerts, with a gift for joining.
The mechanic: email used as a bridge to SMS. The gift makes signing up feel worth it, and the brand gains a phone number it can use well past Black Friday.
Copy this: send the teaser a week or two out, and give one concrete reason to opt in.
7. RIXO’s SMS Early Access
The London womenswear label offered early access to its Black Friday sale for anyone who joined its SMS list.
The mechanic: insider language. “We’ll text you first” frames SMS as a privileged channel, and the sale texts kept the same exclusive tone.
Copy this: sell the SMS list on access, not on discounts. People join to be first.
8. INEZ’s Best-Seller Email
INEZ ran 20% off everything and filled the email with its most popular pieces.
The mechanic: best sellers as the hero. Shoppers see what other buyers already love, which does the reassuring for the brand.
Copy this: a flat sitewide discount plus proven products is easier to act on than a maze of tiered deals. Our Black Friday email examples collect more layouts like this.
9. Barnie’s Coffee & Tea Extended Sale
Barnie’s extended its 25% sitewide sale past Black Friday and said so in the headline.
The mechanic: a second deadline. “Extended” reads as a last chance, and a free-shipping threshold nudges bigger baskets.
Copy this: if you extend, call it out and set a new end date, so late shoppers still feel the clock.
10. Rad Power Bikes Weekend Email
Rad Power Bikes split its Black Friday email by bike model, each with a dollar-off deal and gift-themed visuals.
The mechanic: fixed-dollar savings on a high-ticket product. “$500 off” lands harder than a percentage on a big purchase.
Copy this: for expensive products, show the saving in dollars and organize by the buyer’s use case.
Social and Influencer Campaign Examples
Social campaigns spread the offer beyond your own list, and creators lend it trust.
11. Mejuri’s Black Friday Sale Post
Mejuri announced its biggest sale of the year with playful imagery and a caption asking followers what they planned to buy.
The mechanic: a question in the caption. Comments boost reach, and they tell the brand which products to push.
Copy this: end your sale post with a question people can answer in one word.
12. Zando’s Black Friday Giveaway
Zando ran daily giveaways during Black Friday week. To enter, followers signed up for the newsletter, commented on their favorite prize and tagged friends.
The mechanic: the entry rules do the marketing. Tags spread the post, and the sign-up turns followers into subscribers.
Copy this: always tie a giveaway to an opt-in, or the reach disappears after the draw.
13. Myprotein’s Creator Codes
Myprotein worked with fitness creators, each sharing their own discount code for the Black Friday sale.
The mechanic: a unique code per creator. Followers get a personal-feeling deal, and the brand sees exactly which creator drove sales.
Copy this: give every creator a trackable code and a short deadline.
Build trust & FOMO
Highlight real-time activities like reviews, sales & sign-ups.
Gamification and Giveaway Examples
Games give shoppers a reason to come back during a long sale period, not just on the day itself.
14. Best Buy x Therabody Giveaway
Best Buy and Therabody ran a joint Instagram giveaway early in the Black Friday season.
The mechanic: two brands, one giveaway. Each partner reaches the other’s audience, and tagging rules spread the post further.
Copy this: partner with a brand your customers already buy from, not a competitor.
15. Visma’s Spin the Wheel
Visma offered a daily spin-the-wheel game with gift cards from partner retailers as prizes.
The mechanic: one spin per day. Daily chances bring people back through the whole sale window.
Copy this: small, frequent prizes work better than one big draw for keeping visitors coming back.
16. Astrid & Miyu’s “Win Your Wishlist”
The jewelry brand asked shoppers to build a wishlist before Black Friday, with one entrant winning everything on their list. It ran the offer across email, push and SMS.
The mechanic: wishlisting as the entry. Shoppers browse and save products before the sale opens, so they arrive on the day ready to buy.
Copy this: reward shoppers for planning their basket early, then remind them when the sale starts.
Build trust & FOMO
Highlight real-time activities like reviews, sales & sign-ups.
How to Run a Black Friday Campaign That Converts
The examples above share a few habits worth building into your own plan:
- Start before the week of Black Friday. Teasers and early access capture shoppers who buy weeks ahead.
- Use real deadlines. Countdown timers and extended sales work only when the end date holds.
- Show proof at the decision point. Best sellers, reviews and live purchase activity help hesitant shoppers commit. See these social proof examples for placements.
- Grow a list you own. Every giveaway and teaser should end in an email or SMS opt-in.
- Nudge bigger baskets. Free-shipping thresholds and “spend $100, save $20” offers lift order value without deeper discounts.
Wrap Up
The best Black Friday campaigns start before the sale does. They reward loyal customers first, give everyone else a clear deadline, and use SMS and email to build a list that is ready on the day.
Pick one early-access idea and one urgency idea from this list, and build your plan around them.
Frequently Asked Questions
What are the best Black Friday campaign ideas?
Early access for subscribers or loyalty members, a landing page with a real countdown, and SMS teasers that build a list before the sale opens.
When should a Black Friday campaign start?
Start teasing two to three weeks before Black Friday, and open early access a few days before the public sale.
How do you make a Black Friday campaign stand out?
Lead with a mechanic, not just a discount, such as VIP access, a daily game or creator codes.
Do countdown timers work for Black Friday?
Yes, when the deadline is real. A timer next to the buy button gives shoppers a reason to act now, while fake resetting timers cost trust.
Why is social proof important during Black Friday?
It shows hesitant shoppers that other people are buying, which helps them decide faster during a crowded sale.
Krunal Vaghasiya is a marketing tech expert who boosts e-commerce conversion rates with automated social proof and FOMO strategies. He loves to keep posting insightful posts on online marketing software, marketing automations, and improving conversion rates.
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